Louis Vuitton Now And Then: 78 bis Avenue Marceau

Louis Vuitton moved locations, from the Champs-Elysées to a private mansion at 78 bis Avenue Marceau to celebrate the Maison’s 100th anniversary. Though the store had moved to a quieter location, clients lined up to queue, waiting up to 3 hours to be able to access inside. The queue would include both celebrities and local clients as there were no exceptions or VIP services at the time.

The new premise attracted a new set of customers, many having flown in from Japan. Long term customers included personalities from the world of Parisian Fashion icons, such as Hélène Rochas, Helena Rubinstein, Christian Dior, and Hubert de Givenchy. The family of perfumers the Guerlains, were the most loyal clients returning ever since 1898.

Avenue Marceau is now closed and has become a hotel, but its past marks the last years of Gaston-Louis’ reign and the beginnings of Louis Vuitton’s expansion as a more international brand.